Tweets Influence Brand Consideration And Shopping Behavior

Consumers eager to purchase the hottest video games and gadgets on the market often go online in search for the best deals. And increasingly, Twitter has turned into a key part of the whole online shopping process.

Last year, Twitter teamed up with Compete to conduct a study entitled “Tweets in Action: Mobile/Tech” and discovered how tweets from consumer electronics companies affect brand consideration and consumer shopping behavior.

Compete’s study gathered data about website visits from more than 3,000 users in the United Kingdom during Christmas 2012.

The research engaged with three different user groups. One group consisted of users exposed to one or more tweets from a consumer electronics brand. The other two are control groups: one for users unexposed to the tweets and another one for average Internet users.

1. Users exposed to Tweets from consumer electronics brands are more likely to visit brand websites.

Consumers in the market buy consumer electronics and exposure to tweets from related brands affect the probability they will visit brand websites.

An in-market shopper exposed to tweets from consumer electronics brands were 30 percent more likely to visit brand websites compared to the average Internet user.

Twitter suggests advertisers connect with their consumers on the platform by targeting interests from nearly 30 categories in the tech industry, or target relevant usernames.

Promoted Tweets in timelines can help consumer electronics brands target existing followers and other Twitter users who may have a common interest.

A brand can create keyword lists for Promoted Tweets in search and be there when shoppers look for its products in real-time.

2. Users exposed to Tweets from consumer electronics brands are more likely to weigh brands or products.

About 38 percent of Twitter users exposed to tweets from consumer electronics brands searched information on the brands or its products online, whereas only 12 percent of average Internet users conduct a similar search.

Twitter suggests advertisers offer relevant data or put up links about their products in tweets to help users with the search.

3. Users exposed to Tweets from consumer electronics brands are more likely to buy products.

Around 31 percent of shoppers exposed to tweets from consumer electronics brands visited their product pages and added it to their shopping cart.

The number of shoppers who did that was 64 percent higher than the proportion of average Internet users who visited brand websites or their products and around 19 percent went as further as “add to cart” on-site.